A high street brand is pulling out all the stops to get out of the crisis. More sizes, less stock and guaranteed favorites, that’s the new line of conduct for this fashion store that’s seeing its numbers increase.
While most brands have been eagerly awaiting the summer sales to improve their sales, one French brand seems to be going against the tide. It is no longer a question of relying on promotions to achieve objectives. According to management, the new strategy to adopt is: “how to earn more by selling fewer products”. And they may have found the winning recipe. We explain to you.
According to the French Fashion Institute (IFM), the sector shows a decline in activity of 1.3% in 2023. Against all expectations, one brand is now standing out with sales growth of 1.5%. But how does it do it? As reported by manager Julien Pollet: “We need to better promote the items we sell and no longer be dependent on promotions.” Thus, the brand is now focusing on expanding its sizes, redeploying to exports and more circular fashion. And the strategy seems to be bearing fruit since in 2023, the volume of pieces sold fell by 3%, while the growth in activity on a comparable basis was set at an increase of 2.5% last year.
But that’s not all, the models offered now surf on a more minimalist style. Although the brand wants to be neo-bohemian, joyful and colorful, “We wanted to simplify the collections by sending fewer messages to customers and offering fewer themes, to make it easier for them to read the offer”says the manager. Thus, the prints give way to plain items, but just as worked, facilitating crushes. Finally, as expected, if the brand was currently focused on sizes from 36 to 44, the 46 and 48 are now available on the shelves, and the 34 should not be long in coming. Hats off, therefore, to Promod which is restoring its image, to the great delight of its customers and its managers!